This is the book: UnMarketing. It's about the bigger picture of marketing. A stop sign to high-pressure marketing (and sales).

To get a bigger picture you need a deeper knowledge.


IMO, it's the change from place-price-promotion to access-value-education marketing. Especially, education means individualization…you can't educate by just pushing out your messages…it needs interaction, relationships...

Innovation marketers know: the programmability of marketing (and sales) needs the deep access value and education for the optimization of market risk. They help to find the options…

Make things that let feel the other person engaged and explain every detail you have mapped into your system to enable this. But also explain your innovation types, methodologies and technologies and why you have chosen them. Explain your innovation mesh.